The Welcome Email: Why You Must Send One and How To Get It Opened

The Welcome Email: Why You Must Send One and How To Get It Opened

The Welcome Email: Why You Must Send One and How To Get It Opened

In Part 1 of this series, “Three Email Deliverability Hacks, we discussed email deliverability:

  1. The Soft Bounce
  2. The Welcome Email
  3. Paid Email List Growth

In this post, we’ll give you actionable hints on how to make the most of your Welcome Email.  The examples I share in this post are from my own opt-in email on this website.

The results you can achieve if you get Welcome Emails right are simply too good to pass up:

Welcome Email - Email Deliverability

From one welcome email alone, we get:

A 72.7% open rate

18.2% of recipients click through

3.6% reply to the email, effectively making them live leads

And we do split our Welcome Email into 2. For the second email, the results are just as stellar:

59.6% open rate – so, almost 5 in 6 people who read the first email were intrigued enough to read the second

9.6% CTR

3.8% of recipients replied!

Think about that. From 2 emails, more than 1 in 7 recipients has become a live lead.

Read on to see how you can work your way towards results like these.

The Welcome Email

One way to set a positive tone for future engagement is by sending an effective welcome email to new subscribers.

If you’re thinking a welcome email may not carry that much weight, know this: on average, welcome emails result in 9x higher revenue compared to promotional emails. That alone should be reason enough for you to send them!

Not only that, 74% of new subscribers expect to receive a welcome email when they opt-in to your newsletter. That means they have a genuine interest in your brand. It also means that a certain protocol is expected by almost 3 out of 4 people. Failure to meet their expectations at such a crucial point, when meeting those expectations is so easy, makes little sense!

But, according to a Salesforce report, only 42% of business actually send welcome emails. Can you imagine the potential revenue the other 58% are missing out on? Are you among that 58%?

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See it in real time

– sign up to receive my actual welcome message series.

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Creating Your Welcome Email: The Subject Line

So how can make sure your email engagement rate is high?

It starts with an attention-grabbing subject line. The subject line is the first thing a recipient will see so make sure to use words that will encourage them to open your email.

Let’s raise the bar a little here and call the email subject line what it really is. It’s a headline. It’s the first thing people see, and it is what will determine whether they click through to your email. Make people want to open it!

  • Keep your headline down to no more than 50 characters. (Think Mobile!)
  • Talk to the recipient’s pain points
  • Offer them free information, a free product, a sneak peek

The average office worker gets 121 emails daily. Presume the recipients of your emails are getting more than that. They’ll delete many. They’ll save some for a tomorrow that may never come. Why shouldn’t your email fall into one of those categories?

Anatomy of a Great Welcome Email

Getting your emails opened consistently is no longer easy. So much so, there are classes that concentrate on writing the perfect subject line!

But it can’t be stressed enough: make sure you have a killer subject line that addresses a pain point and/or need.

Research shows that some of the most popular words in subject lines – those that have the highest open rates – include:

  • Welcome
  • Thank you
  • Freebie
  • Video

Welcome new subscribers to your community. Then tell them a little about your business and share some of the WIIFMs (What’s In It For Me) they’ll get for joining your mailing list.

Tell people what they can expect from your emails and your website:

Welcome Email - Email Deliverability

Invite them to connect with you on Social Media, to deepen the relationship. Better yet, give them hyperlinks to your various networks.

Close up the welcome email with an open-ended question such as “how can I help you grow your business” to spark an engaging conversation with the recipient.

Welcome Email - Email Deliverability - Doug Morneau

Now here’s the surprise I promised you in part one:

To get people instantly engaged, give new subscribers a little teaser to an email you’ll send them tomorrow!

Tell them you’re about to let them in on a secret, then ask them a question, inviting them to think about it overnight.

Now Keep Up The Great Work

Up to this point, you’ve done so much hard work.

You’ve honed your email list building techniques.

Through trial and error, you’ve improved your email click-through rates.

But what you’ve yet to do is bring in the level of conversions you desire.

The bottom line in all business will always be the measure of how much money you make. Every aspect of your inbound and outbound marketing must work in unison to that end.

Remember: your email marketing ROI can be ruined if you don’t send emails with some regularity. This also includes sending a welcome email message very shortly after people subscribe. Otherwise, many people may forget that they signed up, and your first email may come as an unwelcome surprise to them.

Even taking all these steps is not guarantee that subscribers won’t mark your email as spam.  I’ve seen one client in the health and wellness space have some spam complaints from email subscribers that have double opted in, received a welcome and follow up series.

And as surely as people might forget you if you don’t communicate regularly by email, if you bombard them and make them sick of you, they will (actively or passively) unsubscribe.

If there’s one part to email marketing that’s blindingly obvious it’s this. 99.9% of the time, you are on the receiving end of email campaigns. You know the practices you hate. DON’T DO THEM! And you know the emails that get you clicking. Do them, but do them better!

In Conclusion

Remember: sending a welcome email can have four major effects on your business:

  1. Generate new sales and revenue by adding a welcome message for new subscribers
  2. Enjoy higher email open rates due to the unusually high open rate for welcome email messages sent to new subscribers
  3. Better email deliverability due to higher email engagement
  4. A more engaged list with fewer unsubscribes

I hope this post has given you some good ideas. If you feel you are leaving money on the table and need some help, please drop us a line.

1. Please check back next Wednesday. Part Three of this series looks at the Email List Rental / Sponsored Email and will detail the following points and more:

2. Email List Rental / Sponsored Email – the secret sauce.

The article details the following points and more:

  1. What Email List Rental / Sponsored Email is and what it’s not
  2. Why consider advertising in this way?
  3. Just How much influence does this media have?

3. Email List Rental / Sponsored Email will be the Third part of this article.

 

You can read Part 1 of this series, “Improve Your Email Deliverability – Three Tips”

Until next week, “may your new “Welcome Emails” be generating new sales for you!

Make sure you join me every Monday to receive “real executable marketing tactics, techniques, technology, and tips delivered directly to you

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Doug Morneau is an International Best Selling Author, Podcaster, Speaker, and a Serial Marketer since founding his first company over 32 years ago.

Doug is an expert marketer with significant experience in leveraging email marketing to generate leads and sales.

You can get more information about his best selling book.

Three Big Lies: The Real Truth about Renting Email Lists to Generate Targeted Leads and Sales

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Improve Your Email Deliverability – Three Tips

Improve Your Email Deliverability – Three Tips

What Determines Email Deliverability?

Years ago, all it took for your emails to reach a recipient’s inbox was to prove you were a legitimate email marketer. From there, the chances of your email being opened were far higher when inboxes weren’t overflowing. Are you old enough to remember when “you’ve got mail” was exciting?

By now, of course, your inbox has gone several levels beyond more than you can handle, and a large percentage of emails sent to you wind up in the Spam or junk folder. And this doesn’t even take into account the invisible emails that don’t even make it past your Email Service Provider and simply disappear.

Check your Spam Folder when you get the chance. Not everything in there is unwanted solicitations. There are emails you used to read but simply can’t get to anymore. There’s only one of you but these things multiply like rabbits.

Along the way, there are emails that you stopped opening – or worse, you now delete them unopened, because:

  • They’re always promoting something but never talking to you
  • There’s no promise in the title of anything that might make things better for you
  • The content always seems to be a rehash of things you’ve seen before
  • You’ve simply ‘gone blind’ to them due to them always being there!

To help lower the number of emails you see on a daily basis, mailbox providers have enhanced their filtering decisions by using engagement-based metrics.

They’ve determined that not only aren’t you interacting with the sender, but based upon your open history, these emails are nothing more than digital clutter to you.

Guess What? It Works Both Ways!

The standards you set for others, those others are setting for you!

If you aren’t grabbing eyeballs with subject lines that promise value, sending information that lives up to the titles, or and keeping your look fresh and inviting, your emails are finding their way into your recipients’ junk folder.

Of course, maybe people never opened your emails. Maybe you didn’t send one for a few months and they forgot who you are. Or perhaps you missed the golden opportunity to get off on the right foot with someone who has demonstrated that they’re interested in what you are saying or selling when they signing up for your email list.

What Determines Email Deliverability? - DOUG MORNEAUTIP #1: The Soft Bounce

You know that email someone told you they sent but you couldn’t find anywhere – including your spam folder?

It turns out, that’s actually a real thing! It’s called the Soft Bounce.

From a business’s perspective, here are four possible reasons for soft bounces, the first three of which are mostly benign:

The recipient’s mailbox is full or the message size was larger than an email carrier allows.

Your list contains too low a delivery percentage, and email service providers is taking it to mean you are a spammer or low-quality emailer. This will be due to email addresses no longer existing – something that a good emailing program will stop from happening more than once.

An email service provider like Gmail, Yahoo, or AOL receives too many emails from a single source can flag your email and kill your email deliverability.

The one that you’ll need to address instantly is if you’ve found your way onto a Spam list, such as SpamHaus.

The Remedies for Soft Bounces are Obvious Enough

If your emails are being stopped because they’re too big, they’re also too big for anyone to read. Or your attachments are huge.

  • Don’t embed videos
  • Zip files if you’re sending multiple attachments
  • Keep your content down to a size that is likely to be read.

All email lists face natural attrition – it’s actually estimated at 22.5% per year. All senders need to gain trust – and not just from their readers. If a campaign goes live with a ‘bang!’, going from zero to thousands in an instant, it’s possible that some providers will consider the large volume of emails from a single source to be spam, so deliver none of them.

Clickable Quote: “How the “Soft bounce” could be killing your email deliverability.

TIP #2 – The Welcome Email Message

So, you’ve done everything mentioned above, but are still unhappy with your results.

OK, you should always be looking to improve. And through testing and analyzing your analytics, you can. But statistically, you’re more likely than not missing a very important aspect of email marketing and one step to improved email deliverability.

Did you send a Welcome Email? You’d be in the majority if you didn’t. But you’d also have missed a great opportunity.

Done right, the welcome email offers you an amazing opportunity to bring new signups into your sales funnel. In fact, welcome emails result in 9x higher revenue compared to promotional emails.

This subject is broad enough that it really needs a separate article. That will be part 2 of this series.

TIP #3 – Paid List Growth

You may be wondering what I mean by paid list growth.  What I’m specifically referring to is buying advertising and media for the purpose of growing your email list and generate leads.

The jury seems to be out on what the best “Paid List Growth” approach, but these include:

  • Facebook ads
  • Google AdWords
  • Guest Blog Posting
  • Paid Social Media Sponsorship
  • Influencer Marketing.

I’ll share my favorite go to.  But first, let me say that I am tactic agnostic.  My first, second, and third priorities are results.

Influencer Marketing - Email List Rental - Sponsored Email - DOUG MORNEAUMy vote goes to “Influencer Marketing”, though not how you imagine.  If you want to grow your email list, wouldn’t you agree that it makes sense to ask people to join you who are already raving fans of email and your particular topic or expertise?

Where might you find these audiences?  By partnering with established publishers and media sites that have their own large engaged, permission-based email lists.  You can, in fact, buy both advertisings within their daily or regular emails to their subscribers, and/or have them send your advertisement as a solo email to their list.

This, my friends, is what is known as email list rental or sponsored email.  Although you will never see or have access to the subscribers directly, the publisher, media outlet or list owner will introduce you to their raving fans and subscribers.

Email List Rental / Sponsored Emails also deserves its own blog post, and that will be part 3 of this series.

In Closing

To sum this post up.  Setting up a welcome message (or better a welcome sequence) plus advertising focused on list growth, can not only help your email deliverability but generate new sales that you are simply missing out on right now.

Please check back next Wednesday.

READ – Part Two of this series  the Welcome Email details the following points and more:

  1. Some statistics on why this is a tactic you can’t afford to miss out on
  2. The elements of a great welcome email
  3. A couple of screenshots of my very successful welcome email, including one element that will definitely surprise you

Email List Rental / Sponsored Emails will be the Third part of this article.

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Make sure you join me every Monday and receive “real executable marketing tactics, techniques, technology, and tips delivered directly to your inbox”

Until next week, “may all your emails reach your subscribers’ inbox”

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Doug Morneau is an International Best Selling Author, Podcaster, Speaker, and a Serial Marketer since founding his first company over 32 years ago.

Doug is an expert marketer with significant experience in leveraging email marketing to generate leads and sales.

You can get more information about his best selling book.

Three Big Lies: The Real Truth about Renting Email Lists to Generate Targeted Leads and Sales

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